Unilever / Lifebuoy

Our work transformed Lifebuoy from clinical germ protector to empathetic skincare leader, driving a 43% sales increase in the first month and reaching #1 on TikTok Shop.

The Momentum Challenge

Lifebuoy faced a reinvention imperative. After 130 years as the world's No.1 hygiene soap brand, post-COVID hygiene had become table stakes. The trusted germ protection champion needed to redefine its relevance in an increasingly saturated market where hygiene was no longer a differentiator.

This was complex: How do you evolve a clinical, functional brand into something that resonates with younger, more sophisticated consumers? How do you maintain authority while developing affinity? Lifebuoy needed to transform from a cooler, clinical tone to a warmer, more empathetic expression without losing its heritage credibility. 

The Joined-up Solution

Rather than surface-level messaging changes, we assembled integrated teams to fundamentally reimagine what Lifebuoy could represent in modern skin care. 

We discovered the balance between authority and affinity. Our strategic work revealed that Lifebuoy could own skin hygiene superiority while expressing empathetic care – moving beyond germ protection to become an unparalleled authority in comprehensive skin health.

We repositioned Lifebuoy from clinical functionality to empathetic skin hygiene authority. The distinctive split shape inspired by the iconic logo became our visual device, balancing 130+ years of expertise with family care and emotional connection. 

Integrated execution across every dimension: 

• Brand Strategy: Elevated positioning from germ protection leader to skin hygiene authority 
• Design Innovation: Distinctive brand world with flexible visual system supporting portfolio growth 
• Cultural Insight: Shift to warmer, vibrant expression appealing to younger demographics 
• Product Innovation: Premium 'Naturals' range reflecting market pivot toward natural beauty 

The Momentum Delivered

Explosive market disruption in a premium segment:

• 43% increase in total sales in first month
• #1 brand position on TikTok Shop

 Brand elevation beyond functional benefits:

• Successful repositioning from clinical to empathetic authority
• Premium range launch aligned with natural beauty trends
• Cultural relevance established with younger, sophisticated consumers
• Scalable design system enabling future portfolio expansion across geographies 

The result is transformation at scale—fusing brand strategy, design innovation, cultural intelligence, and social-first activation to turn heritage into a high-growth advantage for Lifebuoy.